One of the best ways I’ve been able to grow my own practice is through the use of “multi-media” integration.
Using complete, integrated, marketing campaigns to first attract my ideal patients – then convert as many as possible, as fast as possible, to paying patients.
I simply pick a target audience, pick an injury / concern (i.e back pain!), make them an offer of a free tips report that’ll help ease that concern, then layer and sequence email, direct mail and telemarketing, too – helping them come to their own conclusion that Physical Therapy is the best option for them.
And one of the reasons why this approach works so well is that different people are conditioned to respond in different ways!…
To put it another way, if all you ever do is make prospects the same offer, through the same media channel, then you’re going to miss out – and waste a lot of ad dollars in doing so.
An example:
Just yesterday I held a Live, Global, Group Coaching Call – and one of the “a-ha” moments that came out of it was the story of a lady in her 70’s, who, after requesting a free report having seen a cleverly worded advert (written by me!) in a newspaper by a PT clinic in Raleigh (NC), was ADAMANT that she didn’t want PT.
The thing is, this lady was happy for the PT clinic to keep in touch and check on her progress.
So they did.
For about three months… bi-weekly using the “phone” (telemarketing!) to ask her if she was ready to try PT.
Now each time that the secretary called – she also made her another offer – this time of a completely free session of PT to have her back looked at properly.
And each time, the pleasant lady said “no”!
In this instance there was no email campaign occurring behind the phone calls because they lady didn’t have one…
Enter direct mail.
Specifically, a “mock” newsletter written (by your me) with the entire focus on the mistakes that people make when trying to ease back pain.
AND, included the same offer of that free session – just in the written format.
And guess what?
After sending out just one newsletter – the lady called back and asked to claim that free first session.
Not long after, she scheduled a full program of care.
The reason she did so?…
She told the clinic that she enjoyed having the TIME to read the newsletter – likely over a cup of coffee, comfortable in her own home, being allowed to make up her own mind in her own time and clearly understanding what the offer a “free session” meant to her.
The lesson to be learned?..
In many ways, this type of “multi-media” approach is akin to 3 “plow horses” being hooked together to one plough – you’re going to do the whole field a lot faster, better and without too much effort on your part for doing so, if you adopt it at your practice too.
Another lesson you COULD learn…
This kind of complete, integrated, marketing campaign is what I talk about during my strategy calls with owners like you.
If you’d like one, best hop over to this link to claim one. Just one per week is all I have time for:
– Yes! Tell Me How To Market My Practice Properly! >
Best wishes,
Paul Gough.
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